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Tesla Motors Details Strategy for Major European Offensive
SAN CARLOS, California — Tesla Motors has revealed its ambitious strategy for speeding up the rollout of its electric Roadster in Europe, including an appearance at the 2008 Paris Auto Show in October and the Top Marques Monaco auto show later this month.
"The idea that Tesla would expand internationally is nothing new," said a blog posting on the Tesla Motors Web site by Darryl Siry, vice president of sales, marketing and service, on Tuesday. "That has been our intention all along. The thing that is new here is the timing of our expansion plans."
Siry said "significant tax preferences for EVs in certain countries such as Norway" helped to drive the automaker's revised European offensive. Also at work were the exchange rate between the dollar and the euro, which Siry said "puts pressure on U.S. pricing and makes euro sales more attractive." He also noted that new rules that simplify the homologation of electric vehicles across the European Union — set for introduction in April 2009 — also played a part. Those new rules will include special provisions for low-volume automakers such as Tesla Motors.
Siry confirmed that "the Tesla Roadster [will debut in Europe] as a special limited edition in 2009, ahead of our original schedule."
He also offered the first official word on pricing the Tesla Roadster in Europe. A fully loaded model will sell for €99,000 (the equivalent of $156,800), he said, with delivery pegged in mid-2009. "Similar to our early customers in the U.S., Europeans who reserve the car early will receive a special-edition version," Siry wrote. He added: "Part of the plan for Europe is to establish company-owned sales and service facilities. We haven't yet made any final decisions on exactly where Tesla will be located but will communicate these plans as they develop."
What this means to you: Tesla Motors has a laserlike focus on its potential European customers, which may mean less available volume for U.S. buyers. — Anita Lienert, Correspondent
"The idea that Tesla would expand internationally is nothing new," said a blog posting on the Tesla Motors Web site by Darryl Siry, vice president of sales, marketing and service, on Tuesday. "That has been our intention all along. The thing that is new here is the timing of our expansion plans."
Siry said "significant tax preferences for EVs in certain countries such as Norway" helped to drive the automaker's revised European offensive. Also at work were the exchange rate between the dollar and the euro, which Siry said "puts pressure on U.S. pricing and makes euro sales more attractive." He also noted that new rules that simplify the homologation of electric vehicles across the European Union — set for introduction in April 2009 — also played a part. Those new rules will include special provisions for low-volume automakers such as Tesla Motors.
Siry confirmed that "the Tesla Roadster [will debut in Europe] as a special limited edition in 2009, ahead of our original schedule."
He also offered the first official word on pricing the Tesla Roadster in Europe. A fully loaded model will sell for €99,000 (the equivalent of $156,800), he said, with delivery pegged in mid-2009. "Similar to our early customers in the U.S., Europeans who reserve the car early will receive a special-edition version," Siry wrote. He added: "Part of the plan for Europe is to establish company-owned sales and service facilities. We haven't yet made any final decisions on exactly where Tesla will be located but will communicate these plans as they develop."
What this means to you: Tesla Motors has a laserlike focus on its potential European customers, which may mean less available volume for U.S. buyers. — Anita Lienert, Correspondent
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